Success Case Study: Meijis Probiotic Yogurt ; Discovery of lactic acid bacterial strains with specific health benefits

Summary
Japans yogurt market has been seeing steady growth, at 6.82% CAGR between 2007 and 2015, which is a higher rate than other major categories in the dairy sector such as milk and cheese. The growth has been supported by increasing health issues among Japanese consumers, and yogurt has been established in Japan as a healthy food. In particular, functional yogurt, featuring specific lactic acid bacteria for specific health benefits, has seen major developments in the category, contributing to the sales growth.

Key Findings
- Meiji has been continually researching new strains of lactobacilli. This has resulted in the creation of three functional yogurts that claim to deliver added health value. In 2014, this product series had sales of JPY87.2bn ($720m).

Japans probiotic yogurt market has proven there are unique ways to promote yogurt to meet consumer needs. For example, types of lactic acid bacteria can be used for consumers to identify functionality, or can be used as consumer selection criteria for yogurt.

Synopsis
Success Case Study: Meijis Probiotic Yogurt is part of Canadean Consumers Successes and Failures research and explores the success of Meijis probiotic yogurt series in Japan.

WHAT? Understand the innovative features of Meijis probiotic yogurt products.

WHY? Discover how Meijis probiotic yogurt series appeals to Japanese consumers.

TAKE-OUT: Learn from Meijis success, and seek further opportunities in probiotic yogurt.

Reasons To Buy
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.